Working with the Media PR 313

Interdependence The media and PR industries need each other Many news stories originate from press releases or pitches

The media and PR industries need each other

Many news stories originate from press releases or pitches

Control You can’t control how your pitch will be processed by the journalist You can help to shape how a writer perceives an issue

You can’t control how your pitch will be processed by the journalist

You can help to shape how a writer perceives an issue

Why PR over Advertising? Cheap, if not free Participate (and shape) the debate over issues that impact your organization

Cheap, if not free

Participate (and shape) the debate over issues that impact your organization

“ Third Person Effect” The audience is more likely to believe something in the news over something originating directly from a company You gain credibility via the news

The audience is more likely to believe something in the news over something originating directly from a company

You gain credibility via the news

What’s in a Name? There appears to be more credibility in the name “spokesperson” than “public relations representative” Most journalists use “spokesperson” in their reporting attribution

There appears to be more credibility in the name “spokesperson” than “public relations representative”

Most journalists use “spokesperson” in their reporting attribution

Areas of Friction “ Hype” Off-target pitches Aggressive pitches Misleading pitches Barriers to access of information and/or sources Unethical behavior

“ Hype”

Off-target pitches

Aggressive pitches

Misleading pitches

Barriers to access of information and/or sources

Unethical behavior

Hall of Shame OM Records used a questionable campaign to promote Mushroom Jazz

OM Records used a questionable campaign to promote Mushroom Jazz

Hall of Shame Lies, lies, lies

Lies, lies, lies

Hall of Shame Poor strategy can backfire Example: Burger King’s “Where’s Herb?” campaign

Poor strategy can backfire

Example: Burger King’s “Where’s Herb?” campaign

Pictures that Lie

Hall of Shame

Hall of Shame

Hall of Shame

Dealing with Bad Journalists Learn the reputations of journalists Some are known to mislead PR reps Be clear about designating what is on-the-record vs. off-the-record Be suspicious of journalists that ask for favors or free items Anticipate hard questions ahead of time

Learn the reputations of journalists

Some are known to mislead PR reps

Be clear about designating what is on-the-record vs. off-the-record

Be suspicious of journalists that ask for favors or free items

Anticipate hard questions ahead of time

Some options Some PR professionals insist on recording all interactions with journalists This might agitate some journalists You must disclose your recording Some PR reps monitor all interactions with company executives and journalists Example: This is company policy at MTV Networks

Some PR professionals insist on recording all interactions with journalists

This might agitate some journalists

You must disclose your recording

Some PR reps monitor all interactions with company executives and journalists

Example:

This is company policy at MTV Networks

Tainted Journalism Some publications tie editorial content to advertising content In other words, if you buy an ad then you get coverage

Some publications tie editorial content to advertising content

In other words, if you buy an ad then you get coverage

Example Kitson vs. US Weekly L.A. boutique Kitson agreed to sponsor a party in exchange for coverage This deal went bad and a lawsuit followed

Kitson vs. US Weekly

L.A. boutique Kitson agreed to sponsor a party in exchange for coverage

This deal went bad and a lawsuit followed

Example KTLA Morning News A news anchor received a free $10,000 living room makeover in exchange for product placement on the news The segment never aired

KTLA Morning News

A news anchor received a free $10,000 living room makeover in exchange for product placement on the news

The segment never aired

My Experiences

Fielding Media Inquiries Be polite If you don’t know the person, ask a few questions to ensure they are legitimate Research the news organization online or among your peers Be careful of “blog” journalists

Be polite

If you don’t know the person, ask a few questions to ensure they are legitimate

Research the news organization online or among your peers

Be careful of “blog” journalists

Media Interviews Make sure that the subject is appropriate for you and your client Don’t conduct an “on the spot” interview Find out as much as you can about why they are calling and then make sure you are prepared

Make sure that the subject is appropriate for you and your client

Don’t conduct an “on the spot” interview

Find out as much as you can about why they are calling and then make sure you are prepared

“ No Comment” Very rarely should you offer a “no comment” It makes you look guilty (even if you are not) If you do offer a no comment, then try to explain your reasoning

Very rarely should you offer a “no comment”

It makes you look guilty (even if you are not)

If you do offer a no comment, then try to explain your reasoning

If you don’t know the answer… Don’t lie if you are put on the spot Tell the reporter that you don’t have that information available Offer to follow-up later with the info, if appropriate

Don’t lie if you are put on the spot

Tell the reporter that you don’t have that information available

Offer to follow-up later with the info, if appropriate

Messaging Your strategy should involve the development of key “message points” Make sure to get these across early and often

Your strategy should involve the development of key “message points”

Make sure to get these across early and often

30 Seconds Remember that journalists are looking for a quote Keep key comments brief Use the “30 second rule”

Remember that journalists are looking for a quote

Keep key comments brief

Use the “30 second rule”

“ Off the Record” Expect that “off the record” information will be used This is often the case even if you are promised otherwise

Expect that “off the record” information will be used

This is often the case even if you are promised otherwise

What it Means On the record – Everything can be quoted with attribution Background – Everything can be quoted but no attribution Deep background – No quotes can be used, some attribution Off the record – No quotes, no attribution

On the record – Everything can be quoted with attribution

Background – Everything can be quoted but no attribution

Deep background – No quotes can be used, some attribution

Off the record – No quotes, no attribution